Carry out an independent audit on Helly Hansen for a private equity investor to find out what people really think about the brand.
Rather than take the usual approach of qual/quan research we tracked the brand on social media with our data partners http://www.wavemetrix.com and spoke with shoppers and staff at outdoor apparel stores in London.
We discovered that Helly Hansen has a rich heritage and a great story to tell... but it is not telling that story in a relevant or engaging way in-store and online. Helly Hansen was one of the original players in the outdoor apparel marketplace but has got lost in the snow and allowed new brands to overtake them on the piste. Helly Hansen is being out-performed by The North Face on all levels in-store and online. Our research told us that people want an outdoor apparel brand that keeps them warm and dry... style is secondary. Helly Hansen has spent too much time focusing on style and not enough on function. Based on our findings we proposed that the Helly Hansen brand goes back to basics and starts talking about the core essence of the brand. Helly Hansen = No Compromise. Helly Hansen keeps you warm and dry in all conditions. Helly Hansen = Warm. Dry.